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5.
1
Inspire and inform
consumers
to
ensure
your
brand
makes
it
into
the
ini2al
considera2on
set

6.
Reaching and inspiring through media
OTHER
63%
of
internet
users
in
the
UK
have
increased
the
amount
of
3me
Media
Time
spent
per
day
TV
O
RADI
they
spend
online
compared
to
the
23%
increasing
the
amount
of
2me
spent
watching
TV
24%
INTERNET
1
in
2
UK
smartphone
users
use
their
device
while
watching
TV
Source:
Edelman
as
cited
by
eMarketer,
May
2011

25.
A pure online journey is not even half the
picture
Source: Consumer Commerce Barometer

26.
Mobile complicates this journey further
ONLINE
Tablet
Conversion
rates
are
equal
to
or
higher
than
on
PC’s
39%
of
UK
Smartphone
users
who
started
their
research
on
their
mobile
later
purchased
on
their
computer
Sources:
1)Shopatron Research, June 2010
2)
&
(3)Google
&
Ipsos
Media
CT,
“Mobile
Consumer
Evolu2on:
Understanding
Smartphone
Users”,
Aug,
2011

30.
On holiday and still connected
IN-­‐FLIGHT/
ON-­‐PROPERTY
SERVICES
45%
of
smartphone
users
have
researched
further
informa2on
on
services
available
in-­‐ﬂight
or
at
their
accommoda2on
CONTEXT/LOCATION-­‐AWARE
DESTINATION
INFO
81%
of
smartphone
users
have
looked
for
local
informa2on
CAPTURING
AND
SHARING
THE
EXPERIENCE
89%
of
social
media
users
share
status
updates
on
what
they
are
doing
and
seeing
whilst
on
holiday
86%
of
social
media
users
share
photo’s
whilst
on
holiday
Sources:
Google
&
Ipsos
Media
CT,
“Mobile
Consumer
Evolu2on:
Understanding
Smartphone
Users”,
Aug,
2011
TripAdvisor
survey
2012